With an expanded product line, new logo and series of pop-up stores, 150-year -old retailer FAO Schwarz is donning a new look in time for the 2010 holiday season.

The company’s brand redesign covers its flagship location on Fifth Avenue in New York City, 10 FAO Schwarz holiday pop-up stores, dedicated boutiques in parent co Toys ‘R’ Us stores nationwide and online at FAO.com.

An expanded line of FAO Schwarz products is being launched alongside classic products like The Big World Map and Sleepy Time Teddies. New introductions to the company’s branded product assortment include a Wooden Bake Shoppe that features faux stainless steel appliances and granite-like countertops, a new line of tin toys (kaleidoscope, a tea set, a truck and wind-up toys), and a line of four 18-inch collectible dolls.

All items will be showcased in newly designed packaging that evokes qualities of the retailer’s heritage. The company’s new logo, meanwhile, emphasizes F.A.O. – the initials of the company’s founder, Frederick August Otto Schwarz – and debuts the new mascot, Wit.

Toys ‘R’ Us, which acquired the exclusive rights to operate the FAO Schwarz brand in May 2009, has introduced year-round dedicated FAO Schwarz boutiques in its stores across the US. The shops highlight an assortment of roughly 85 FAO Schwarz playthings at price points ranging from US$3.99 to US$199.99. As part of the holiday toy expansion in the company’s Babies ‘R’ Us stores, FAO Schwarz-branded infant and toddler items, such as a plush pink purse, Horses in a Stable and Animal Ark, are now available in all Babies ‘R’ Us stores nationwide.

The company will also operate 10 separate 2,500-square-foot pop-up stores for the 2010 holiday season.